Overview
The Empowering Consumers for the Green Transition Directive (Directive (EU) 2024/825) amends the Unfair Commercial Practices Directive and the Consumer Rights Directive to tackle greenwashing and early obsolescence.
It is adopted EU law. Member States had to transpose it by 27 March 2026, and the new rules apply from 27 September 2026.
For fashion marketing, this is the near-term anti-greenwashing instrument: generic claims such as “eco” or “sustainable” without clear specification, and sustainability labels not based on a certified scheme, face prohibition.
Sources: Directive (EU) 2024/825.
Key requirements
- Ban on generic environmental claims without clear, prominent substantiation of the specific environmental benefit.
- Restrictions on sustainability labels not based on a certification scheme or established by public authorities.
- Rules against claims about future environmental performance that lack clear, verifiable commitments.
- Additional transparency duties around product durability and repair information where applicable.
Who’s affected
Traders offering products to EU consumers, including fashion brands, marketplaces and retailers making environmental or circularity claims in advertising, product pages, hangtags or campaigns.
Timeline
2024
Directive (EU) 2024/825 adopted and published.
27 March 2026
Member State transposition deadline.
27 September 2026
Application date for the amended consumer-protection rules.
How Carbon Trail helps
Compliance Assistance
Carbon Trail provides essential support for fashion brands to navigate the Empowering Consumers Directive. Our services include:
- Data Collection: We help brands gather the necessary data for accurate reporting.
- Sustainability Reporting: We guide brands in creating reports that comply with the directive.
Services for sustainability reporting
Carbon Trail offers specialised services, including:
- Carbon Accounting: Assessing and managing carbon emissions.
- Product Life Cycle Assessment (LCA): Conducting Life Cycle Assessments to evaluate environmental impact.
- Digital Product Passports: Implementing digital tools for transparency.
- Decarbonization: Supporting brands in reducing their carbon footprint.
Frequently asked questions
Does this replace the Green Claims Directive?
No. It is a separate, already-adopted instrument. It is currently the main EU anti-greenwashing deadline for consumer-facing claims while the Green Claims Directive proposal remains on hold.
